In case you haven’t been paying attention, consumers don’t really like to be sold to. In fact, when it comes to dealing with healthcare professionals, the hairs on the back of their necks tend to stand on end when they feel cornered, bullied or pressured to make purchasing decisions.

So, consider a more subtle approach to marketing your products and services to aesthetic patients. Teach them something they don’t already know. Drive them to think about a purchase through consistent messages promoting your expertise and teaching them something.

Instead of sending a stream of emails or text messages all about discounts and special deals like every other aesthetic practice and medspa does, switch gears a little. Try crafting a problem/solution style message for a change and track results.

For example, try these headline Ideas:

  1. Why You Get Flushing & Blushing During the Holidays
  2. These 3 Treatments Target Belly Bulge
  3. This Filler Can Reduce Your Undereye Bags
  4. How to Tell if Your Skin is Dry or Dehydrated

These headlines may pique their interest, thus giving you an opportunity to try to sell your products and services at the end, after you have taught them something about a concern they have.

Now compare the above to what we usually see in our in-boxes:

  1. Take 20% off a Laser Genesis Series
  2. Sculpt Your Tummy to Fit into Skinny Jeans
  3. Juvederm Ultra Special for a Limited Time
  4. New Treatment Alert: Hydrafacial

The tone is entirely different and more promotional. If you are not sure what your patients may respond to best, do a test email campaign. Segment your mailing list and send the same eblast copy with one headline to a specific group and another headline version to a different group and compare open rates.

Looking for more branding and marketing tips? Check out Wendy Lewis’ best-selling book, Aesthetic Clinic Marketing in the Digital Age (CRC Press 2018).